Myntra prepping to optimise iconic fashion brand ‘bebe’ across India!
As of now, Myntra Jabong Pvt. Ltd. has been granted the master distribution and management rights for iconic global women’s fashion brand ‘bebe’.
Myntra will assist bebe with wholesale distribution through a network of independent third-party franchise partners and distributors as a part of the licensing agreement.
Luxurious and upscale, bebe, which is owned and managed by Bluestar Alliance, largely appeals to a contemporary consumer who is knowledgeable and passionate about fashion. Founded in 1976, the brand was quick to establish itself as one of the iconic and must-have fashion brands for women in the US, before expanding its presence to a dozen other countries.
The San Francisco-based fashion marquee brand is all set to cater to the mass premium segment and is speculated to offer an extensive range of apparel across categories for women in India, particularly targeting the urban and fashion forward cohort, spread across the country’s metros and Tier-1 cities.
By allowing Myntra to distribute its products on a wholesale basis, bebe will eventually get into the massive Indian market, helping the brand develop a strong consumer base. Myntra, an integral part of the Flipkart group, aims to curate five brand outlets and 10 hop-in shops for the brand over the year in three cities.
Commenting on the launch of bebe, Manohar Kamath, CXO and Chief – House of Brands, Flipkart Group said, “bebe is an iconic brand with a rich legacy of shaping the fashion choices of millions of women globally and makes for a significant addition to our licensed brands portfolio.”
Talking about their association with Myntra, owner and COO of Bluestar Alliance, Ralph Gindi stated,“We are excited to be associated with Myntra. We’re looking forward to working together to reach the bebe shopper in this exciting market.”
Myntra has earlier partnered with leading fashion and lifestyle brands like Mango, Nautica, H & M, etc., to distribute their products in India.
